I mentioned this on a panel at a conference yesterday and was told it was vapourware. Doesn't look that vapoury to me.
The scenario that always pops into my head is this:
You install a Persil button on your washing machine. You use it three or four times to order some more Persil. Your new Persil arrives. You're happy.
Then, one time, Amazon sends you a message saying 'we do our own washing powder now, it's a bit cheaper and just as good, should we send that instead?'.*
You'd probably say yes, wouldn't you? I would. Enough of us would.
Goodbye billions of pounds of 'brand value'.
You're literally pressing the Persil button and getting the own brand stuff and you're perfectly happy.
*or obvs, they could be a bit more sneaky and send both, or offer it for free, or pretend they're out of Persil. That's their advantage, they can warp and direct 'shelf-space' in a way physical retailers can't hope to.